Business Analysis of Pisces

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From 1992 onwards, Pisces transformed itself into a diversified conglomerate. Examine to what extent did Pisces’ corporate-level strategies fulfilled its strategic direction. Introduction There are three different components we will be discussing about for this question. We will need to determine (1) What is Pisces’ corporate-level strategy? (2) What is Pisces strategic direction? (3) How fulfilled was the strategic direction on the strategies used. Firstly, to understand what Pisces’ corporate-level strategy is, understanding the term of is vital. Corporate-level strategy is strategies undertaken by firms to gain competitive advantage through diversification of single business operation to multiple operations competing in different product market (Ireland 154). From the concept, we will realise that Pisces had also adopted the use of International Strategy. International Strategy is strategies taken by a company by selling goods or services outside its home market. In the case of Pisces, they expanded by diversifying their operation out of its home (Singapore) market to Saudi Arabia, China, Thailand and more. We will discuss about the multi-domestic strategy that I feel that was the strategy adopted by Pisces. Multi-domestic strategies are strategies in which operation decision are made by the strategic business unit of each country to allow customization of decision towards the local market. For these areas, I will be making use of the Value-Creating Diversification Strategies (Ireland 159) and the International Corporate Level Strategies diagram to help me to assess the types of strategies deployed by Pisces. Secondly, we will be going into the understanding of Pisces strategic direction. Setting a strategic directions include stating the overall goals a company seek to achieve and as discussed in point 1, the strategies taken to achieve the goals. In addition, the main reason for the use of diversification by company is value creation. Broadly speaking, the strategic directions normally refer to the vision, mission statements and goals and objectives of the company.3 From the case study, it was indicated that Pisces’ interest was to turn from a family-owned interest it to a public company thus I believe that value creation is the one of the goal for Pisces. Lastly, we will evaluate to what extend was the direction achieve by Pisces. Pisces decided to tap on the international market through diversifying into areas of businesses that are unrelated to its core retailing/garment industry. We will come to realise that the diversification that Pisces used is ultimately not favourable to them.

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